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Experiential Product Framing and Its Influence on the Creation of Consumer Reviews 

Date: 05/2019 Author(s): Gallo, Iñigo; Townsend, Claudia; Alegre, Inés Document type: Article in Journal (refereed) We examine how experiential framing, an increasingly popular marketing tactic, influences consumer review behavior. Experiential framing is a communication strategy whereby marketers describe a material product as if it is an experience, something that the consumer lives through, rather than focusing on the product's functionalities and attributes. ... More information

Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness 

Date: 02/2019 Author(s): Kim, Tami; Barasz, Kate; John, Leslie K. Document type: Article in Journal (refereed) Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers' personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness. Drawing on literature about offline norms of information-sharing, we posit that ad ... More information Read related article

Pangea: la tienda de viajes más grande del mundo 

Date: 30/01/2019 Author(s): O'Donnell, T.S.; Nueno, José Luis Document type: Case David Hernández, el emprendedor detrás de Pangea, se plantea los pasos a seguir después de abrir la segunda tienda en Barcelona. Panga es una gran superficie especializada en viajes. Una decisión chocante en un momento en que las ventas de viajes se producen en online o con gran participación online. Hernández ha llegado a la conclusión de que le cuesta ... More information

Are we perceiving more polarization than there actually is? 

Date: 25/01/2019 Author(s): IESE Insight Collaborator(s): Barasz, Kate; Kim, Tami; Evangelidis, Ioannis Document type: Supplementary Material Are our inferences about Trump supporters or Brexiteers accurate? The more extreme the position, the more we may jump to faulty conclusions, says research by Kate Barasz. In an increasingly polarized world, understanding this cognitive bias is key. More information

Ser los mejores del mundo 

Date: 13/01/2019 Author(s): Oliver, Xavier Document type: Opinion Tuve la oportunidad de trabajar con una empresa en México este pasado diciembre que me hizo reflexionar muchísimo sobre el papel de la ambición en los negocios. Cuando hablamos de ambición a veces nos parece que es algo malo o que no hace falta aspirar a ella. Quizás sea porque asociamos ambición a competencia feroz con compañeros y colegas. More information

Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity 

Date: 01/2019 Author(s): Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan Document type: Article in Journal (refereed) Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects that the type and timing of moderating feedback have on tournament participants’ ... More information

The brains behind your choices 

Date: 01/2019 Author(s): Reutskaja, Elena Document type: Non-refereed article

Choice is good but too much choice can be paralyzing. By using MRI machines, we can actually see when too much choice overloads the brain. The ideal number of options to present to a consumer may be fewer than marketers think.

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Business Trends for 2019 

Date: 18/12/2018 Author(s): Document type: Interview (Video) Which advancements, disruptions and events will shape the business world in 2019? IESE professors' predictions include Brexit, blockchain and "the Age of Assistance," among many others. Enjoy an expert preview of the year to come. More information

Visionando la cadena de suministro del sector sanitario 2025 

Date: 10/12/2018 Author(s): Nueno, José Luis Document type: Study and Monograph A lo largo de este estudio, realizado para AECOC, se analiza la visión futura del sector sanitario y los desafíos a los que se enfrenta a través de los distintos puntos de vista de los principales integrantes de la cadena de suministro, que se verán obligados antes o después a tomar decisiones incómodas y complicadas ... More information

La satisfacción de enseñar 

Date: 02/12/2018 Author(s): Oliver, Xavier Document type: Opinion Lo primero que me gustaría contarles es que eso de enseñar me parece caduco. Debería decir que yo no enseño nada, quizás señale direcciones o sugiera retos. Pero de ahí a enseñar hay un gran trecho. Ayer pasé la mañana con un numeroso grupo de alumnos ayudándoles a descubrir su potencial. El tema, como no, era el de las marcas. More information
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